Programmatic buying a 'new trend' for advertisers

Programmatic buying by advertisers will play a key role in digital communication to boost cost efficiency and reach the right target groups, according to mInteraction, a digital-media agency.

Brands and advertisers should learn how to use video content to engage with targeted customers and lure them into making a purchase, chief executive offer Siwat Chawareewong said yesterday.

Internet penetration in Thailand is 51.6 per cent, with 44.6 million people accessing the Internet through their mobile phones.

Data generation and consumption are on the increase in this country.

Last year, domestic bandwidth expanded by 25 per cent to 2,038 kilobytes per second while international bandwidth jumped 70 per cent to 1,239kBps.

"These increases show significant changes in data creation and consumption in Thailand. That coincided with the launch of YouTube Thailand in May," Siwat said.

The company also witnessed a surge in data traffic from mobiles and tablets.

According to sanook.com, [email protected], Ratkuten tarad.com, pantip.com and OLX.com, data accounted for about 58-70 per cent of total consumption from mobile phones and tablets, up from about 40-45 per cent last year.

With a larger river of data, programmatic buying could be a beneficial tool for major advertising agencies and local firms.

Wide usage seen

"Last year, the Thai ad-media industry learned about real-time marketing. When it comes to this year, programmatic buying will be expected to be used widely by brands," he said.

This new service involved an automated process for buying advertising space and online re-targeting.

Brands and advertisers should learn how to integrate video content with other online marketing to engage with targeted customers to help them make a purchase, mInteraction says.

Key digital media players are expanding services to meet increasing demand for video content. Line Thailand is introducing Line TV and Facebook will soon add a video-sharing service.